| Friend,
To wrap up this series on how to keep students coming to class, I thought I'd share a few final reflections on student retention and the profession of teaching martial arts.
~MM
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So what keeps students coming to class? Is it merely a chemical reaction in the brain - a programmed response to specific stimuli?
No, it's much more than that -- much, much more. While we know that so-called "brain chemicals" play a role in human behavior, we also know that humans are rational creatures.
To some extent, that's what separates us from other species - the ability to apply logic on a much higher level than any animal. Humans are not creatures of pure instinct; we think, we interpret events and experiences, and we build a complex worldview based on our experiences and knowledge.
What you must understand is that students don't come to you just to learn self-defense, or just to get in shape, or just for something fun to do that gets them out of the house. Sure, superficially that's what they're looking for -- but we as humans have needs that must be met on a much deeper level.
You see, in modern society most of our baser needs are met without question, at least for the majority of people who'll come to you looking for martial arts instruction. So, what most people are really seeking is a sense of self-actualization.
The need for belonging and acceptance ranks highly with most people, even if they won't admit it. The need for the approval of others is also a pretty big need for a lot of people. And, the need to feel significant and unique is another need that motivates a great number of people.
I know I'm getting kind of deep, so I don't want you to overthink this... however, it benefits you to understand that your success or failure as a professional martial arts instructor is not just based on how well you know, demonstrate, and teach your art.
In modern society, people are more connected than ever, and they're more disconnected from each other than ever. But some things simply don't change.
Everyone is looking for a connection with others. And, many people are looking for some sort of significance that they haven't yet found. Not in their work, not in social media, not anywhere else.
And because of that, your success is also going to be determined by how well you connect with people. So, my final advice to you on this matter of how to keep students coming to class is simple...
Treat people right. Treat them with respect, with dignity, and with care. Make them feel significant. Help them reach their goals -- their goals, not your goals.
Yes, I know you want to pass on your art. Yes, I understand that you want to have a financially successful martial art school. Yes, I realize that you have your own goals and needs that must be met through your career as a martial arts instructor.
The real key here is to make every student relationship a win-win. Help other people reach their goals and meet their needs, while you're doing the same.
That's the real secret to martial arts student retention.
Until next time,
Mike Massie MartialArtsBusinessDaily.com
Quick-start Guide to My Books and Resources: - Looking for a list of books and resources I've written? Click here! - Looking for one-on-one coaching to grow your dojo? Click here...
P.S. - I'm sure that you want to know that you're making a difference in the lives of others as well. This is one way you do it - by following the suggestions I've presented in today's email. You can also do so by getting involved in your community. Your school can become a vehicle for helping other people, both locally and abroad. I'll be talking about that in coming emails. Stay tuned.
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